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Modern SEO - It Takes a Village - Ethology

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Keyword research, content tagging and rankings are still important in search, but as engines become more sophisticated and consideration inputs expand, we’re moving closer than ever to realizing a true user-centric search ecosystem where the best answer for that user wins. Your developer still has a seat on the bus, and it’s an important one. But it’s time to make room for some friends!

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Modern SEO - It Takes a Village - Ethology

  1. 1. #ModernSEO @Ethology
  2. 2. All Rights Reserved © Ethology, Inc. 2 Ethology #ModernSEO @Ethology Agenda • Introduction to Modern SEO • Integrated Program Design • Technical Search • UX Design • Content Strategy • Local • Media • Social • Program Planning Tips • Q&A Mike Corak EVP of Strategy @mikecorak Mike Archer Director of Search @ArcherMktg Nolan Alexander Local Search Manager @LocalSearchGuru Jen Walsh UX Manager @jendub Dustin Diehl Sr. Content Strategist @DRJedi Anthony Nichols Sr. Paid Media Specialist @hashtagAnthony
  3. 3. All Rights Reserved © Ethology, Inc. 3 Ethology #ModernSEO @Ethology Modern SEO
  4. 4. All Rights Reserved © Ethology, Inc. 4 Ethology #ModernSEO @Ethology Search in its Simplest Form Research Measuring Performance Tactical Execution
  5. 5. All Rights Reserved © Ethology, Inc. 5 Ethology #ModernSEO @Ethology Search was Keyword Research Keyword Usage Page elements: Titles, headings, meta, body copy, links including anchor Keyword Rankings *Keyword data via analytics Research Measuring Performance Tactical Execution
  6. 6. All Rights Reserved © Ethology, Inc. 6 Ethology #ModernSEO @Ethology Search is • Biz objectives • Social listening • User personas • Analytic insights • Keyword research by THEME • All of which feeds content strategy • Search • Content planning • Site hierarchy • Social posting • Display messaging • Email messaging • Local messaging • PPC AdGroups • Content focused media (Native) • Standard KPIs (real world) • Thematic performance (segmentation, attribution) Research Measuring Performance Tactical Execution
  7. 7. All Rights Reserved © Ethology, Inc. 7 Ethology #ModernSEO @Ethology The Future of SEO Ingredients: • 1 Part technical consultation • 1 Part content strategy and planning • An overpowering amount of integration and coordinated execution across channels
  8. 8. All Rights Reserved © Ethology, Inc. 8 Ethology #ModernSEO @Ethology Integrated SEO Programs
  9. 9. All Rights Reserved © Ethology, Inc. 9 Ethology #ModernSEO @Ethology Modern SEO: Technical Search
  10. 10. All Rights Reserved © Ethology, Inc. 10 Ethology #ModernSEO @Ethology As an SEO...
  11. 11. All Rights Reserved © Ethology, Inc. 11 Ethology #ModernSEO @Ethology A Lot...Actually Roles, skills, responsibilities, disciplines, topics to understand or follow… Disclaimer: This is not an exhaustive list of all responsibilities, duties, skills, efforts, requirements or working conditions associated with the job.
  12. 12. All Rights Reserved © Ethology, Inc. 12 Ethology #ModernSEO @Ethology Modern SEO = Data Analyst? Volume of Data Past Data Sources: Keyword Rankings Backlinks Pageviews PageRank Data Sources: More Robust Analytics Data Conversion Data Attribution Modeling Engagement Data Competitive Insights Content Demand Social Data Webmaster Tools Data SERP Data Future
  13. 13. All Rights Reserved © Ethology, Inc. 13 Ethology #ModernSEO @Ethology Where to Look For Opportunity 1. Ensure your site is free of technical issues • Monitor GWT to keep an eye on any crawl issues • Audit and re-audit your site on a regular basis • Monitor GA for anomalies in analytic data 2. Focus on Themes, not Keywords 3. Focus on analytic metrics that matter • Conversions • Engagement • Attribution 4. Understand what the competitors are doing • Share of Voice in organic and paid search • Social Reach (mentions, engagement, etc) • What tactics are they using (social hub? blog?)
  14. 14. All Rights Reserved © Ethology, Inc. 14 Ethology #ModernSEO @Ethology How do you deal with all of these new tasks? PRIORITIZATION!
  15. 15. All Rights Reserved © Ethology, Inc. 15 Ethology #ModernSEO @Ethology Examples of Prioritization 1. Ensure your site is free of technical issues a. Determine what’s most important by associating impact and value to each item. i. Example: 30% of the site’s pages are inaccessible to search engines. Calculate possible demand those pages are losing to determine importance. 2. Focus on Themes, not Keywords a. Example: Widgets and doodads categories both have similar demand and both need optimization attention. Widget sales would have a better value per visitor. 3. Focus on analytic metrics that matter a. Example: Which pages have the highest conversion rate? b. Example: Which pages have had their bounce rates skyrocket since implementing the newsletter sign up form? 4. Understand what the competitors are doing a. Example: 3 of your 4 competitors have content around an important topic to your industry. Analyze content demand and address with content strategy.
  16. 16. All Rights Reserved © Ethology, Inc. 16 Ethology #ModernSEO @Ethology Modern SEO: Content Strategy It was the best of times, it was the blurst of times.
  17. 17. All Rights Reserved © Ethology, Inc. 17 Ethology #ModernSEO @Ethology Content Strategy as the Filter
  18. 18. All Rights Reserved © Ethology, Inc. 18 Ethology #ModernSEO @Ethology You Gotta Know the Sweet Spot
  19. 19. All Rights Reserved © Ethology, Inc. 19 Ethology #ModernSEO @Ethology Creating Content Based on Themes
  20. 20. All Rights Reserved © Ethology, Inc. 20 Ethology #ModernSEO @Ethology Keyword Stuffing = Not Made for Users
  21. 21. All Rights Reserved © Ethology, Inc. 21 Ethology #ModernSEO @Ethology Creating Content Based on Themes
  22. 22. All Rights Reserved © Ethology, Inc. 22 Ethology #ModernSEO @Ethology Content Strategy vs. Content Marketing
  23. 23. All Rights Reserved © Ethology, Inc. 23 Ethology #ModernSEO @Ethology Modern SEO: UX Design
  24. 24. All Rights Reserved © Ethology, Inc. 24 Ethology #ModernSEO @Ethology Google Cares About User Experience “Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.” ‘s
  25. 25. All Rights Reserved © Ethology, Inc. 25 Ethology #ModernSEO @Ethology You have them there. Now what? Google cares about the user’s experience, not just mobile sites.
  26. 26. All Rights Reserved © Ethology, Inc. 26 Ethology #ModernSEO @Ethology Plan Early. Collaborate Early. Be a Winner.
  27. 27. All Rights Reserved © Ethology, Inc. 27 Ethology #ModernSEO @Ethology SEO + Content Strategy + UX: The Sitemap Brings together early Content Strat, SEO, and UX collaboration • All of the pages in the site • 301 Redirects
  28. 28. All Rights Reserved © Ethology, Inc. 28 Ethology #ModernSEO @Ethology SEO + Content Strategy + UX: The Wireframes Further implements elements from early planning sessions: • H1s, H2s • SEO friendly copy
  29. 29. All Rights Reserved © Ethology, Inc. 29 Ethology #ModernSEO @Ethology Modern SEO: Local Search
  30. 30. All Rights Reserved © Ethology, Inc. 30 Ethology #ModernSEO @Ethology Local Search, SEO and Paid Search should always work together Would you rather be great in 1 channel… Or be visible in 3? 3 > 1 @LocalSearchGuru
  31. 31. All Rights Reserved © Ethology, Inc. 31 Ethology #ModernSEO @Ethology Don’t Put Local Search in a Silo! Essential Listings Paid Search Integration Location Page / SEO Integration Aggregators Secondary Listings Social Integration
  32. 32. All Rights Reserved © Ethology, Inc. 32 Ethology #ModernSEO @Ethology Local listings are a reflection of your website
  33. 33. All Rights Reserved © Ethology, Inc. 33 Ethology #ModernSEO @Ethology Modern SEO: Paid Search
  34. 34. All Rights Reserved © Ethology, Inc. 34 Ethology #ModernSEO @Ethology SEO and PPC Integration When Paid Search works with Organic, an incremental lift in total visits and conversions is seen
  35. 35. All Rights Reserved © Ethology, Inc. 35 Ethology #ModernSEO @Ethology Keyword Efficiency and Opportunities Paid and Organic Reports via Google AdWords allow marketers greater insight into how both media channels perform individually and together. • Click Through Rate for Organic only: 2.32% • Click Through Rate for Paid and Organic: 11.76%
  36. 36. All Rights Reserved © Ethology, Inc. 36 Ethology #ModernSEO @Ethology SEO and PPC Integration Paid Search is typically the largest assistor of Organic Search. Organic as an assistor however only represents 2.74% of all PPC conversions. Tip: Link Webmaster Tools to AdWords so each tactic can gain insights into keyword data, measure incremental lift of Paid and Organic, and prevent cannibalization.
  37. 37. All Rights Reserved © Ethology, Inc. 37 Ethology #ModernSEO @Ethology Common PPC and SEO Integration Points • Use PPC keyword data to inform the organic content and optimization strategy • Use organic referral data to inform the creation and optimization of new PPC ad groups • Leverage PPC ad copy in organic snippet text to optimize click-through rates. It is much easier to test what’s working in paid campaigns • Use PPC to test landing page variations to help inform overall UX Design and organic experiences • Use PPC to test potential organic keywords to determine their effectiveness • Integrate schema and other rich snippet data from your website into your ads • Adjust position bidding based on organic ranking movement to achieve the best ROI possible
  38. 38. All Rights Reserved © Ethology, Inc. 38 Ethology #ModernSEO @Ethology Modern SEO: Social
  39. 39. All Rights Reserved © Ethology, Inc. 39 Ethology #ModernSEO @Ethology
  40. 40. All Rights Reserved © Ethology, Inc. 40 Ethology #ModernSEO @Ethology Whether for Rankings, or Traffic, Praying for Links
  41. 41. All Rights Reserved © Ethology, Inc. 41 Ethology #ModernSEO @Ethology Local Social Integration
  42. 42. All Rights Reserved © Ethology, Inc. 42 Ethology #ModernSEO @Ethology Modern SEO: Program Planning Tips
  43. 43. All Rights Reserved © Ethology, Inc. 43 Ethology #ModernSEO @Ethology Top Impediment to Program Integration
  44. 44. All Rights Reserved © Ethology, Inc. 44 Ethology #ModernSEO @Ethology Cultural Shifts That Break Down Silos • Educate • Gain senior buy-off • Reimagine your organizational structure, processes and ops design • Rally teams and partners around integrated programs • Assign common success KPIs across teams • Create senior level Content position • Include cross-channel teamwork in performance reviews • Celebrate group successes
  45. 45. All Rights Reserved © Ethology, Inc. 45 Ethology #ModernSEO @Ethology Questions SEO Content UX Social Local PPC
  46. 46. All Rights Reserved © Ethology, Inc. 46 Ethology #ModernSEO @Ethology Thank You! #ModernSEO @Ethology

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